Fast Food Industry Analysis
Fast Food Industry Analysis
Fast Food Industry Analysis
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<strong>Fast</strong>-food <strong>Industry</strong><br />
Group 01<br />
2278503<br />
4196747<br />
7681247<br />
B025727<br />
B026799<br />
International Marketing<br />
Dr. Essam Ibrahim<br />
05/03/2012
Table of Contents<br />
1. Executive Summary<br />
2. Introduction<br />
3. International Marketing <strong>Analysis</strong><br />
3.1. PESTEL <strong>Analysis</strong> and Environmental Impact Matrix (Macro Environment)<br />
3.2. Porter’s Five Forces – <strong>Fast</strong>-food <strong>Industry</strong><br />
3.3. Identification of Key Players and their Competitive Position<br />
3.3.1. Strategic Groups<br />
4. Key Player – Evaluation of International Activities<br />
4.1. Identification of Key Player<br />
4.2. McDonald’s International Market Entry Modes<br />
4.3. McDonald’s’ International Marketing Mix (7Ps)<br />
4.3.1. Product<br />
4.3.2. Price<br />
4.3.3. Place (International Distribution and Supply Chain)<br />
4.3.4. Promotion<br />
4.3.5. People<br />
4.3.6. Process<br />
4.3.7. Physical Evidence<br />
4.4. International Branding<br />
4.5. McDonald’s Internal and External <strong>Analysis</strong><br />
4.5.1. Internal <strong>Analysis</strong><br />
4.5.2. External <strong>Analysis</strong><br />
4.6. Strategic and Tactical Recommendations for McDonald’s<br />
4.6.1. Short Term (6 months – 1 year)<br />
1
4.6.2. Long Term (1 – 5 years)<br />
5. Concluding Statement<br />
6. Appendices<br />
6.1. Appendix 1<br />
6.2. Appendix 2<br />
6.3. Appendix 3<br />
6.4. Appendix 4<br />
6.5. Appendix 5<br />
7. Bibliography<br />
2
1. Executive Summary<br />
This report provides an analysis of the international marketing environment of the global fast-<br />
food industry and evaluates the international marketing activities of McDonald’s, which is<br />
considered a key player.<br />
Firstly, the PESTLE framework is used to analyse external environmental factors influencing<br />
the industry. The Porter’s Five Forces framework is utilised to analyse the competitive rivalry<br />
within the industry, and its attractiveness for potential new entrants. Key players and their<br />
positioning was identified using a strategic-groups model, mapping brand value against<br />
global presence.<br />
Based on the industry analysis, McDonald’s was identified as the market leader and an<br />
examination of their market entry modes was carried out. Their international marketing mix<br />
was evaluated to identify success factors, drawing focus upon international branding,<br />
international distribution, international communications and standardisation vs. adaptation of<br />
the service offering. An internal analysis identified the firm’s strengths and weaknesses<br />
whilst an external analysis considered the opportunities and threats posed to McDonald’s as<br />
market leader.<br />
Finally, short and long term strategic and tactical recommendations were outlined in order to<br />
enhance McDonald’s competitive position within the global fast-food industry. These<br />
recommendations are both realistic and well supported, based upon the evaluation of their<br />
current strategy and activities.<br />
3
2. Introduction<br />
The global fast-food industry is dynamic with a variety of competitors. This report<br />
identifies the current factors influencing the industry before specifically focusing on<br />
McDonald’s Corporation, who is considered as the current global leader. Based on this<br />
analysis, the report identifies several areas for improvement and makes strategic<br />
recommendations for McDonald’s to enhance its position.<br />
4
3. International Marketing <strong>Analysis</strong><br />
3.1. PESTEL <strong>Analysis</strong> and Environmental Impact Matrix (Macro Environment)<br />
The following framework provides an analysis of the external international marketing<br />
environment, relating to the fast-food industry:<br />
Factor Impact of Factor Potential Opportunity or<br />
Political � Government regulation on<br />
labeling/packaging<br />
� Governmental regulations over wage<br />
Economical � Recession of 2008/high<br />
unemployment rate<br />
� U.S. housing market crash/EU<br />
financial crisis<br />
� Domino effect<br />
Threat<br />
Mild threat (-1)<br />
Moderate Opportunity (+2)<br />
Social � Health conscious trends Moderate Threat (-2)<br />
Technological � Social media outlets for consumer<br />
� Increasing comfort levels with<br />
technology<br />
Environmental � Lobbying for environmentally<br />
friendly material<br />
Legal � Advertisement regulations<br />
� Health lawsuits<br />
*These ratings are based on the authors’ subjective judgement<br />
Significant opportunity (+5)<br />
Opportunity (+3)<br />
Major threat (-4)<br />
5
Political<br />
Global fast-food firms must comply with country-specific political requirements, such as<br />
national minimum wage regulations, affecting costs. Hygiene and quality regulations vary<br />
significantly between nations and may influence the quality of products provided by fast-food<br />
outlets (FDA, 2012). Different countries set varying regulations regarding labelling and<br />
packaging. For instance the UK government pressured firms to promote healthy eating, and<br />
several fast-food companies have voluntarily included calorie information on their products<br />
(BBC, 2011).<br />
Economic<br />
Despite the 2008 recession and the resulting decrease in consumer confidence across the<br />
globe, average consumer fast-food spending has increased (The Economist, 2010) due to<br />
convenience and low-cost. Consumers are still looking for the convenience of eating out, but<br />
are drawn to the low prices of fast-food over table-service restaurants (Financial Times,<br />
2009). Many fast-food chains have capitalised upon the recession by introducing new deals in<br />
addition to their already low-priced menus. Between 2005 and 2010, Latin America, Asia<br />
Pacific, Eastern Europe and Russia accounted for 89% of global growth in the fast-food<br />
industry (Passport, 2012).<br />
Social<br />
Increasing consumer awareness about healthy lifestyles has pressured many fast-food players<br />
to offer healthier selections within their menus (BBC, 2011). This includes offering low-<br />
calorie options and salads alongside burgers, and prominently displaying nutritional content.<br />
The fast-food industry has also been heavily criticised for targeting young children by<br />
including toys within children’s meals (New York Times, 2003). Recently in the UK, the<br />
broadcasting of ‘junk food’ adverts during commercial breaks in children’s programmes has<br />
been banned (BBC, 2007), following increasing childhood obesity.<br />
6
Technological<br />
As consumer familiarity with new technology increases, fast-food firms are using channels<br />
such as social media websites to engage with their customers. For example, McDonald’s is<br />
the 9 th most ‘liked’ brand on Facebook (CNBC, 2012) (Appendix 1). Additionally, digital<br />
displays allow outlets to change their menus efficiently, to suit the time of day (NRA, 2012)<br />
and self-service ordering points have increased service speed and reduced labour costs.<br />
Environmental<br />
Environmental lobbyists and governments are pressuring the fast-food firms to become more<br />
‘green’ (Greenpeace, 2012). Rainforests are being destroyed to increase the area of land for<br />
beef production to meet the demand for beef-burgers (Kline, 2007). Recycling is a prominent<br />
global issue and in response, McDonald's adopted recyclable packaging. Increased<br />
environmental awareness among consumers provides firms with a significant opportunity to<br />
position themselves as ‘green’ to garner customer loyalty (National Pollution Prevention<br />
Centre for Higher Education, 1995).<br />
Legal<br />
Global operators must comply with country-specific regulations and legislation. This includes<br />
opening hours, taxation and employment regulations such as the National Minimum Wage<br />
Regulations (1999) in the UK. Firms are often required to meet national food standards such<br />
as the requirements set out by the US <strong>Food</strong> and Drug Administration (FDA). Furthermore,<br />
authorities are becoming increasingly worried about childhood obesity associated with the<br />
industry (WHO, 2012) and have tightened regulations regarding targeting children.<br />
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3.2. Porter’s Five Forces – <strong>Fast</strong>-food <strong>Industry</strong><br />
This framework identifies the competitive forces affecting the fast-food industry:<br />
THREAT OF NEW ENTRANTS<br />
<strong>Industry</strong> dominated by global chains<br />
with very high brand values<br />
High brand awareness and loyalty<br />
Retaliation from strong incumbent<br />
players<br />
Low initial capital outlay<br />
Low fixed costs<br />
Economies of scale<br />
POWER OF SUPPLIERS<br />
Many undifferentiated<br />
suppliers<br />
<strong>Fast</strong>-food chains have<br />
high purchasing power<br />
due to high volume<br />
COMPETITIVE RIVALRY IN<br />
THE FAST-FOOD INDUSTRY<br />
Fragmented market<br />
Low exit costs<br />
Low margin, high turnover –<br />
drives competition<br />
High brand power<br />
POWER OF BUYERS<br />
High product differentiation<br />
Target many segments<br />
High price sensitivity<br />
THREAT OF SUBSTITUTIONS<br />
Alternative foodservice<br />
options<br />
Ready meals and home<br />
cooking ingredients<br />
Main players quite<br />
differentiated<br />
No switching costs<br />
Convenience is the value<br />
adding component which<br />
is difficult to substitute<br />
8
Threat of New Entrants - Moderate<br />
The industry is dominated by a number of international Quick Service Restaurant (QSR)<br />
chains, including McDonald’s, Burger King, Pizza Hut, KFC and Domino’s (Datamonitor,<br />
2010). These global brands are extremely valuable, boasting strong customer loyalty and<br />
recognition; indicating consistent quality and service. Key players including McDonald’s,<br />
adapt their marketing orientation to suit local cultures and social norms (Datamonitor 2010),<br />
strengthening the brand and avoiding consumer alienation. New players struggle to compete<br />
with incumbent firms, as their brands are unknown and advertising campaigns are expensive.<br />
Established chains have the resources to retaliate aggressively through pricing promotions,<br />
deterring new players from entering the marketplace. New entrants lack economies of scale,<br />
which existing chains have developed over time, and utilise to remain competitive in this<br />
low-margin, high-turnover industry. However, social media websites have evened the playing<br />
field in terms of marketing communications; they allow firms to efficiently communicate<br />
their message inexpensively. Initial capital outlay and fixed costs are low, encouraging new<br />
entrants (Datamonitor, 2012).<br />
Threat of Substitutions – Moderate<br />
Substitutes are readily available: food can be purchased almost anywhere, through<br />
foodservice or retail. However, convenience is the value-adding component of the service<br />
which reduces the threat of substitutes. Consumers can cook at home cheaply, but this lacks<br />
the convenience element which people require nowadays. Ready-meals are therefore a more<br />
substantial threat, competing with fast-food on price as well as convenience (Datamonitor,<br />
2012). If you are ‘on-the-go’ however, without access to a microwave, QSRs are almost<br />
uncontested if you want a hot meal in a short timeframe. With many differentiated players<br />
(Datamonitor, 2012) and varying service offerings, customers can select the best value option.<br />
9
Competitive Rivalry – Strong<br />
Although McDonald’s and Burger King almost hold a duopoly in the ‘burger segment’, the<br />
market as a whole is fragmented with many global chains and independent operators<br />
(Datamonitor, 2012). Competition is primarily cost-based with firms continuously investing<br />
in their production and service processes to undercut competitors. Exit costs are low and<br />
capacity is easily increased through franchising. Branding is the most prevalent weapon for<br />
competing; McDonald’s spent over $650 million on global advertising in 2009 (Datamonitor,<br />
2012).<br />
Power of Buyers – Moderate<br />
Figure 1 shows sales and growth of the top ten fast-food companies (Euromonitor<br />
International, 2012). The market’s competitiveness increases buyer power and customers are<br />
price sensitive (Muhlbacker et al., 1999) with no switching cost between providers. However,<br />
key players attempt to reduce buyer power, offering a product range which caters for the<br />
entire demographic, rather than one specific segment. For example, McDonald’s target<br />
children with ‘Happy Meals’ and professionals with breakfast options and take-away coffee<br />
(McDonald’s, 2012). Firms are increasingly promoting differentiated products: McDonald’s<br />
“Big Mac”, Burger King’s “Whopper” and offers such as Domino’s “Two for Tuesday”<br />
campaign. High brand value and customer loyalty has reduced buyers’ bargaining power. The<br />
2011 ranking of the top 100 brands indicates McDonald’s’ success (Interbrand, 2011).<br />
10
Power of Suppliers – Moderate<br />
Figure 1: Top Ten <strong>Fast</strong>-food<br />
Companies by Growth.<br />
With a competitive global supply chain, supplier power is limited. “17,500 British and Irish<br />
farms that provide us with top-quality ingredients.” (McDonald’s – UK, 2012) These farms<br />
supply Tier 1 suppliers who transform raw materials into food items, ready for McDonald’s<br />
to cook and serve. Due to the number of suppliers in the industry, it is difficult for them to<br />
leverage significant power over fast-food firms.<br />
The supply of soft-drink is dominated by Coca-Cola (McDonald’s and Burger King) and<br />
Pepsi (KFC) due to their global distribution channels. Additionally, Coca-Cola and Pepsi<br />
provide fast-food chains with equipment such as refrigerators and drink dispensers. This<br />
markets their brand and aligns it with fast-food brands, reducing costs for customers, which<br />
would otherwise be passed onto them (SMO, 2011).<br />
11
Global<br />
Brand<br />
Value<br />
(US$)<br />
3.3. Identification of Key Players and their Competitive Position<br />
3.3.1. Strategic Groups<br />
The following framework identifies the key players in the international fast-food<br />
industry and identifies which firms are in the most direct competition with each other:<br />
*These ratings are based on the authors’ subjective judgement<br />
Taco Bell<br />
Wendy’s<br />
Pizza Hut<br />
Domino’s<br />
Burger King<br />
Global Presence<br />
McDonald’s<br />
Subway<br />
Brand value and the chain’s global presence (Appendix 2) are significant indicators of<br />
overall performance. The above strategy-group chart maps the firms’ performance.<br />
Brand value (US$) is plotted against the chain’s global presence, in terms of the<br />
number of outlets worldwide. The strategy-grouping shows that McDonald’s has the<br />
KFC<br />
12
highest global market value and revenue in the industry, despite Subway having more<br />
international outlets.<br />
4. Key Player – Evaluation of International Activities<br />
4.1. Identification of Key Player<br />
Based upon their global presence, market value and revenue, McDonald’s is identified as<br />
the key player in the industry.<br />
4.2. McDonald’s International Market Entry Modes<br />
In 1940, McDonald’s operated only one QSR but today has restaurants at 33,000<br />
locations in 119 countries. McDonald’s utilises a variety of international market entry<br />
modes for rapid expansion: sole ventures, franchising, master franchising and joint<br />
ventures.<br />
15% of McDonald’s branded restaurants are operated as sole ventures. This involves a<br />
significant capital commitment but allows the highest degree of control.<br />
Most restaurants are operated as franchises, allowing rapid expansion without high capital<br />
requirements. Franchising has also allowed McDonald’s to benefit from local knowledge,<br />
demonstrated by the menu differences by country. However, McDonald’s maintains<br />
control over crucial aspects such as the supply chain, marketing mix and staff training.<br />
Master Franchising introduces a third party as a ‘go-between’ to overcome geographical<br />
and cultural barriers. The combination of the master franchisee’s local knowledge and<br />
McDonald’s brand and model has been a successful formula, allowing expansion whilst<br />
maintaining significant control.<br />
McDonald’s has also expanded internationally through joint ventures. Again, this allows<br />
for rapid expansion and utilises the knowledge of firms in closely-linked markets. Since<br />
13
oth firms invest equity in the project, there is a lower financial risk for both parties;<br />
however, many joint ventures end in hostility and conflict due to firms taking advantage<br />
of one another (Brown and Harwood, 2010).<br />
4.3. McDonald’s International Marketing Mix (7Ps)<br />
This framework identifies many of McDonald’s success factors within each business area.<br />
4.3.1. Product<br />
McDonald’s strives to offer a standardised service worldwide (McDonald’s<br />
Corporation, 2012). However, the company is embedded with an ‘entrepreneurial<br />
spirit’ giving franchisees some local control and creativity, providing the service<br />
offering is of a high standard (Appendix 3). Some of the most famous products<br />
including the Fillet o’ Fish, the Egg McMuffin and the Big Mac were created through<br />
franchisee innovation. Franchisees are given autonomy to adapt the products<br />
(Datamonitor, 2010) whilst the corporation maintains a high degree of standardisation<br />
through quality control. The majority of well-known products are usually offered in<br />
all markets unless they do not suit local customs and religion. For instance, Big Macs<br />
are not sold in Indian outlets as the population is primarily Hindu. However, even<br />
‘iconic’ products are adjusted to local taste such as providing spicier food in most<br />
Asian countries, allowing the company to overcome a variety of cross-cultural<br />
barriers (McDonald’s, 2012).<br />
4.3.2. Price<br />
McDonald’s has positioned itself as a fast-food outlet offering low-cost food and<br />
drink. The affordable menu has been adapted worldwide whilst maintaining their core<br />
goal of quality assurance. Ongoing innovation has allowed new pricing strategies such<br />
as the ‘Dollar Menu’ or its equivalent ‘Saver menu’ in the UK (McDonald’s<br />
14
Corporation, 2012). In response to increasing food costs, McDonald’s opted to<br />
increase prices by less than 1%, adopting the change gradually to the menu in order to<br />
retain price-sensitive customers (Lockyer, 2011).<br />
4.3.3. Place (International Distribution and Supply Chain)<br />
Although McDonald’s product offerings differ between countries, they operate a<br />
standardised global supply chain. This lean operation is 100% outsourced with no<br />
back-up system. The chain comprises of two tiers. Tier 2 suppliers are primarily food<br />
producers, whilst Tier 1 suppliers are processors. For example, a Tier 2 potato farm<br />
supplies a Tier 1 processing firm who turn the potatoes into French-fries and potato<br />
wedges. Produce is transported to distribution centres before allocation and delivery<br />
to individual restaurants. The success of the supply chain is attributed primarily to<br />
their commitment to outsourcing non-core activities to expert firms.<br />
McDonald’s supplier terms are rigorous; suppliers are expected to be accountable<br />
until the food is consumed and the end customer is satisfied. Legally-signed contracts<br />
with suppliers are not used; all deals are made on a handshake because they operate a<br />
‘one supplier - one product’ policy and maintain long-term relationships regardless of<br />
the external environmental conditions.<br />
McDonald’s has 30 – 35 stock-keeping units at the supply side, creating a streamlined<br />
operation. Sole distribution partners are responsible for the entire logistics process in<br />
designated geographical areas, whether it be the daily hamburger order, or a<br />
replacement appliance. McDonald’s continuously scrutinises these partners to ensure<br />
they are meeting goals and benchmarks to improve efficiency.<br />
The ‘pull strategy’ allows individual restaurants to place orders with distribution<br />
centres, which then re-issue orders to suppliers who only produce the quantities<br />
ordered. This means suppliers hold little surplus stock, optimising efficiency.<br />
15
The 31Q system forecasts demand accurately, allowing suppliers to plan three years<br />
in advance. Lead-time is critical and this system ensures that demand is always<br />
catered for.<br />
Hazard <strong>Analysis</strong> Critical Control Point (HACCP) and Supplier Quality Management<br />
System (SQMS) programmes ensure compliance with legislation. These systems trace<br />
food produce ‘from farm to fork’ and ensure quality, hygiene and food safety at every<br />
level.<br />
4.3.4. Promotion<br />
McDonald’s achieved 6 th position on “Best Global Brands 2011” as a result of<br />
continuous promotional activities. The iconic “Golden Arches” (Appendix 4) are used<br />
in promotions globally. The “i’m lovin’ it” campaign, launched in 2003 used celebrity<br />
endorsement to increase their appeal to younger consumers. Justin Timberlake was<br />
used for vocals and the campaign was launched in 86 English-speaking countries<br />
(Appendix 5) and was adapted for non-English speaking countries.<br />
Recently, the “what we’re made of” campaign increased transparency and was used to<br />
fight against negative publicity regarding ingredients.<br />
4.3.5. People<br />
At McDonald’s, service employees represent the brand at the frontline where<br />
customers have their first interaction with the organisation. It is important that staff<br />
give a good impression and therefore, training is of paramount importance.<br />
Employees undergo rigorous on-the-job training in customer service, food handling<br />
and preparation.<br />
In addition, McDonald’s provides opportunities for managers and would-be<br />
franchisees to develop and hone their management skills through a dedicated facility –<br />
16
the Hamburger University (HU). HU has campuses worldwide and provides training<br />
for employees to improve their proficiency in managing the restaurant.<br />
McDonald’s aim is to create a vibrant working environment for staff and managers.<br />
This creates a chain effect whereby customers are positively influenced and are more<br />
likely to return. To re-create this chain effect in different markets, the recruitment and<br />
training processes are standardised globally. McDonald’s is always on the look-out<br />
for lively team players who are trained according to guidelines, which provides<br />
Quality, Service, Cleanliness and Value (QSC&V) to every customer that they serve.<br />
4.3.6. Process<br />
As the term ‘fast-food’ suggests, McDonald’s prepares and serves food rapidly. Strict<br />
guidelines and regulations are followed in food preparation to ensure high standards<br />
of hygiene and food safety. Customers can usually see the kitchen while being served,<br />
allowing transparency, so customers can eat in confidence. <strong>Food</strong> is mass-cooked and<br />
hot-held until service. However, due to the continual stream of customers, it does not<br />
deteriorate before consumption.<br />
To maintain its foothold as market leader, McDonald’s maintains a high degree of<br />
process standardisation across all outlets to increase efficiency. This ensures that they<br />
have high standards of hygiene and food safety in all outlets.<br />
4.3.7. Physical Evidence<br />
McDonald's has a homogenous ‘look’ across their outlets from décor to staff uniform.<br />
Their global re-branding strategy furthers standardisation, allowing consumers to<br />
experience familiarity despite visiting outlets in different countries. In family-oriented<br />
areas, there are indoor playgrounds to satisfy customers. The company ensures that all<br />
franchisees comply with regulation regarding hygiene to maintain their reputation for<br />
17
cleanliness. Staff training is standardised globally to ensure customers are treated<br />
consistently.<br />
4.4. International Branding<br />
McDonald’s relies heavily on brand recognition. The company’s ‘Golden Arches’ are an<br />
iconic aspect of American culture, which has been successfully exported to the rest of the<br />
world. During the mid 2000’s, McDonald’s began a global re-vamp of their image<br />
(Bloomberg Business Week, 2006) following bad publicity associated with the company<br />
(Kline et al., 2007). The aim of re-branding was to create a sleeker and ‘friendlier’ look,<br />
appealing to younger generations. However, the brand continues to face criticism across<br />
the globe regarding their unhealthy menu, unfair competition and trade practices<br />
(Datamonitor, 2011).<br />
18
4.5. McDonald’s Internal and External <strong>Analysis</strong><br />
The following framework identifies McDonald’s internal strengths and weaknesses along<br />
with external opportunities and threats.<br />
Favourable Unfavourable<br />
Internal � Large saturated target<br />
4.5.1. Internal <strong>Analysis</strong><br />
McDonald’s boasts a brand value of $35,593 million (2011), a 6% increase from the<br />
previous year (Interbrand, 2011) and their ‘Golden Arches’ is said to be the “most<br />
recognized symbol in the world” (Business Insider, 2010). Between 2007-2010, their<br />
profit margin increased from 3.74% to 13.27% in the UK (Datamonitor, 2010),<br />
suggesting a significant improvement in efficiency. The successful introduction of<br />
new menu choices, coffees and smoothies increases differentiation, improving<br />
customer loyalty.<br />
audience<br />
� Strong global brand<br />
� Large product offering<br />
� Strong ability to adapt<br />
External � Franchise opportunities<br />
� Increase in Out-of-Home<br />
eating<br />
� Growth of hot drink market<br />
� High staff turnover<br />
� No prime location<br />
� Saturation in 119 countries<br />
� Health trends in eating<br />
� Replacements for fast-food<br />
� Financial Crisis/Inflation<br />
19
McDonald’s has high brand reliance and if damaged by negative publicity, it could<br />
ruin credibility and customer loyalty could deteriorate. Additionally, McDonald’s<br />
high staff turnover rate of 130% results in high recruitment and training costs<br />
(Schmeltzer, 2007).<br />
4.5.2. External <strong>Analysis</strong><br />
McDonald’s has many opportunities in the external environment due to an increase in<br />
eating out, and growth of the hot drinks market. During the recession, McDonald’s<br />
Informal Eating Out (IEO) market share increased to a record high of 11.5% and a<br />
quarter of surveyed teenagers said they purchase fast-food at least once a week<br />
(Mintel, 2011).<br />
The global hot drink market generated $68 billion in revenues in 2009 and is<br />
predicted to grow to $81.4 billion by 2014, presenting McCafe, McDonald’s<br />
speciality coffee kiosk an opportunity to thrive. Until recently, McCafe has been a<br />
product development within existing outlets; however, McDonald’s could launch a<br />
new franchise scheme for McCafe as an independent brand with its own outlets in this<br />
rapidly growing market.<br />
McDonald’s market share increased during the 2008 recession, but high inflation rates<br />
still affect global daily dealings (Mintel, 2011). Competition from daily-deals<br />
websites such as Groupon, reduces the cost of table-service restaurants, often to the<br />
same price-point as QSRs. This is a substantial threat to McDonald’s as it brings more<br />
players into direct competition.<br />
Health consciousness trends are a global threat, as McDonald’s has been traditionally<br />
perceived as offering only fatty food. Recently, some healthier options have been<br />
introduced, i.e. salads and wraps, in efforts to shift their position in the consumer eye.<br />
However, the brand is still perceived as ‘unhealthy’ and this poses a continual threat.<br />
20
McDonald’s has been highly criticised for high-calorie menu, and it could have a<br />
negative impact over time if health and wellness trends continue (Datamonitor, 2011).<br />
4.6. Strategic and Tactical Recommendations for McDonald’s<br />
The following table outlines the strategic and tactical recommendations for the future<br />
success:<br />
Short-term (6 months- 1 year) Long-term (1- 5 Years)<br />
Continue expansion of their franchises in<br />
developing markets with growing middle<br />
classes<br />
Adapting the menus to the cultural and<br />
regional taste (brazil pastry, India – cheese,<br />
size adaptation)- health trends<br />
Loyalty program- point system leading to<br />
free item system, discount<br />
Increase recycling and environmental<br />
friendly material and packaging completely<br />
Increase charity work such as health<br />
conscious charities as more regulation for<br />
advertising appears<br />
Enter health conscious food market with<br />
another brand<br />
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4.6.1. Short Term Recommendations (6 months – 1 year)<br />
Further expansion in emerging markets with growing middle classes provides growth<br />
opportunities since many western markets are saturated.<br />
Cultural taste is already a focus for McDonald’s and emerging economies offer<br />
multiple opportunities for product adaptation. For example, pastry options in Brazil<br />
and cheese products in India could increase sales. Further adaptation of meal size and<br />
price will cater for a larger market demographic.<br />
A loyalty scheme can be used to increase purchase frequency. This could be initiated<br />
through student discounts, or a points-based scheme offering a free item after multiple<br />
purchases.<br />
4.6.2. Long-Term Recommendations (1 – 5 years)<br />
With growing environmental awareness, environmentally-friendly and ethically-<br />
sourced packaging could be used to further differentiate McDonald’s from<br />
competitors.<br />
Although McDonald’s supports various charities including the Ronald McDonald<br />
House Charities, further emphasis on charitable work could positively alter customers’<br />
perception of the brand, especially since their product offering is often seen as a<br />
barrier to “good health”.<br />
Entering the health-conscious fast-food market under the guise of a different brand<br />
would secure a larger market share and diversify their business, spreading the risk of<br />
failure. For example, Coca-Cola launched the health-conscious Vitamin Water brand,<br />
which is perceived very differently to Coca-Cola itself.<br />
22
5. Concluding Statement<br />
The fast-food industry was identified as a low-cost, high-turnover industry with strong<br />
competitive rivalry. After a thorough industry analysis, McDonald’s was identified as<br />
the market leader and was selected as a key player on which to carry out an evaluation<br />
regarding their international marketing activities. Upon recognition of both internal<br />
and external factors, supported recommendations were formed to enhance<br />
McDonald’s’ competitive position in the international market.<br />
23
6. Appendices<br />
6.1. Appendix 1<br />
McDonald’s is the 9 th most ‘Liked’ brand on Facebook:<br />
(www.cnbc.com)<br />
24
6.2. Appendix 2<br />
Map depicting McDonald’s global presence:<br />
25
6.3. Appendix 3<br />
Examples of franchisee adaptation catering for local tastes, cultural differences and social<br />
norms:<br />
26
6.4. Appendix 4<br />
Iconic ‘Golden Arches’ logo used globally in all promotional material:<br />
(www.mcdonalds.com)<br />
27
6.5. Appendix 5<br />
Table showing countries in which the McDonald’s “I’m lovin’ it” campaign was<br />
standardised:<br />
i’m lovin’ it English<br />
American Samoa, Andorra, Australia, Austria,<br />
Azerbaijan, The Bahamas, Bahrain, Belarus, Belgium,<br />
Brunei, Bulgaria, Canada, China, Croatia, Cyprus,<br />
Czech Republic, Denmark, Dominican Republic,<br />
Estonia, Fiji, Finland, France, Georgia, Gibraltar,<br />
Greece, Guam, Hong Kong, Hungary, Iceland, India,<br />
Indonesia, Ireland, Isle of Man, Israel, Italy, Japan,<br />
Jordan, Kazakstan, Kuwait, Latvia, Lebanon,<br />
Liechtenstein, Lithuania, Luxembourg, Macau,<br />
Macedonia, Malaysia, Mauritius, Mexico, Moldova,<br />
Monaco, Montenegro, Morocco, Netherlands, New<br />
Caledonia, New Zealand, Northern Mariana Islands,<br />
Norway, Oman, Pakistan, Poland, Portugal, Qatar,<br />
Romania, Russia, Samoa, San Marino, Serbia,<br />
Singapore, Sint Maarten, Slovakia, Slovenia, South<br />
Africa, South Korea, Spain, Sri Lanka, Suriname,<br />
Sweden, Switzerland, Taiwan, Thailand, United Arab<br />
Emirates, United Kingdom, United States, Yemen<br />
28
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30
Journals<br />
Kilne, S and Botterill, J (2007), “From McLibel to McLettuce: childhood, spin and rebranding”,<br />
Society and Business Review, Vol. 2, No. 1<br />
Shona Kerfoot, Barry Davies, Philippa Ward (2003) "Visual merchandising and the creation<br />
of discernible retail brands", International Journal of Retail & Distribution Management, Vol.<br />
31 Issue: 3, pp.143 - 152<br />
Text books<br />
Brown, A and Harwood, S (2010), “International Business: Globalisation and Trade”.<br />
Pearson Custom Publications<br />
Muhlbacher, Dahringer and Leihs (1999) “International Marketing”. London: Thomson<br />
Business Press. Pg: 1-201<br />
31